HIT Entertainment: Barney
A Case Study
Redefining a Declining Brand

Background

Consumers and retailers perceived Barney as an outdated brand on the decline.

Challenges

Find a way to revive the brand with a campaign that would communicate Barney's core values and bring him top-of-mind again.

Insights

Research showed that both parents and their children liked Barney because he focused on children's well-being, and made them the center of attention.

Connections

We strategically repositioned the brand around "Barney's 5 pillars for growth." (Sharing, caring, imagining, dancing, learning.)

We created a new look that put children and their moms front and center.

Results

The new strategy and look garnered double-digit growth for the new season of Barney DVD releases.